Brands Are Built Over Years, So Why Do We Manage Them Over Quarters?

Brands Are Built Over Years, So Why Do We Manage Them Over Quarters?

We can’t take credit for this very poignant question. That one goes to the big brains Leonard Lodish and Carl Mela over at Harvard Business Review, but I can repeat it - because it’s a question worth asking and one that comes up time and time again (most recently in the AMI article below - definitely worth a read).

We marketers love a refresh. A rebrand. A bold new campaign. But here’s the reality:

Consistent brands are stronger brands.

It’s tempting to chase the “next big thing,” but the brands that really win? They stick with what works.

Think about it:

McDonald’s golden arches. So iconic they can be recognised even when incomplete.

Nike’s “Just Do It.” So ingrained in culture, it practically markets itself.

Arnott’s, Specsavers & other legacy brands. Huge growth, all from staying consistent.

Why? Because familiarity builds trust, distinctiveness beats disruption. and consistency leads to long-term wins.

This doesn’t mean brands shouldn’t evolve. But evolution should build on what’s working, not erase it.

And remember: just because we’ve seen an ad 100 times doesn’t mean our audience has. Don’t fall into the boredom trap—stay consistently distinctive.

Check out the AMI article for the full run down: https://shorturl.at/tbTot